Pentagram vs Goji Labs: full comparison for 2026
Quick verdict
Pentagram (4.0/5) edges ahead of Goji Labs (3.9/5) overall. Pentagram is the better choice for brands wanting identity, packaging, digital design. Goji Labs is the stronger option for startups and nonprofits, strategy-led design. The right choice depends on your project size, budget, and required tech stack.
Pentagram vs Goji Labs: head-to-head summary
| Criterion | Pentagram | Goji Labs |
|---|---|---|
| Founded | 1972 | 2014 |
| HQ | London, UK (also New York, San Francisco, Berlin, and Austin) | West Hollywood / Los Angeles, CA, USA |
| Team size | 24 partners plus their teams (total not published) | 11–50 |
| Rating | 4.0 / 5 | 3.9 / 5 |
| Primary differentiator | A 24-partner, no-CEO structure unique among the studios in this list, and the world's largest independent design consultancy by its own claim | A 2025 Inc. 5000 honoree that explicitly serves nonprofits and individual entrepreneurs, not only funded startups |
| Pricing model | Project-based (not published) | Fixed project, T&M |
| Min. engagement | Not published | $15K (per company website; independently unverifiable) |
| Primary tech stack | Figma, Adobe Creative Suite, React | Figma, React, Swift |
| Industries served | Consumer products, Enterprise transformation, Media & entertainment | EdTech, Financial services / fintech, Healthcare |
Pentagram vs Goji Labs: overview
Pentagram
Five founding partners — Alan Fletcher, Theo Crosby, Colin Forbes, Kenneth Grange, and Mervyn Kurlansky — started Pentagram in London in 1972, and the firm still runs on the same unusual structure more than five decades later: 24 practicing-designer partners, each running their own team, sharing overhead and profits, with no single CEO. Pentagram calls itself the world's largest independent design consultancy, working from London, New York, San Francisco, Berlin, and Austin across graphics, branding, products and packaging, and digital experiences — a broader scope than the pure product-design specialists elsewhere in this list.
Goji Labs
David Barlev and Adam Sumner founded Goji Labs in 2014 (one source says 2015), building a strategy-led studio from West Hollywood/Los Angeles that now runs 11–50 employees. The studio made the 2025 Inc. 5000 list and carries 84 Clutch reviews, with deep edtech, fintech, and healthtech experience. What separates Goji from most studios here: it explicitly serves nonprofits and individual entrepreneurs, not only venture-funded companies.
Services and capabilities: Pentagram vs Goji Labs
| Capability | Pentagram | Goji Labs |
|---|---|---|
| Product design | ✓ | ✓ |
| UX research | ✗ | ✓ |
| Branding | ✓ | ✗ |
| Web development | ✗ | ✓ |
| Mobile development | ✗ | ✓ |
| Design systems | ✗ | ✗ |
Tech stack comparison: Pentagram vs Goji Labs
| Framework / platform | Pentagram | Goji Labs |
|---|---|---|
| Figma | ✓ | ✓ |
| Webflow | N/A | N/A |
| React | ✓ | ✓ |
| Framer | N/A | N/A |
| Adobe Creative Suite | ✓ | N/A |
| Design systems/Storybook | N/A | N/A |
| After Effects | N/A | N/A |
Pricing comparison: Pentagram vs Goji Labs
| Criterion | Pentagram | Goji Labs |
|---|---|---|
| Minimum engagement | Not published | $15K (per company website; independently unverifiable) |
| Engagement models | Fixed project, Retainer | Fixed project, Time & materials |
| Rate transparency | Minimum disclosed | Minimum disclosed |
| Price tier | Mid-market | Accessible |
Target audience comparison: Pentagram vs Goji Labs
| Dimension | Pentagram | Goji Labs |
|---|---|---|
| Best company size | Startup to mid-market | Startup to mid-market |
| Best industries | Consumer products, Enterprise transformation, Media & entertainment | EdTech, Financial services / fintech, Healthcare |
| Best use cases | Brand identity and digital product design bundled into one engagement, Packaging or physical-product design alongside a digital product | Nonprofit or mission-driven product design, EdTech or healthtech MVP for an early-stage startup |
| Typical project type | Fixed project | Fixed project |
Pentagram vs Goji Labs: pros and cons
| Pentagram | |
|---|---|
| + | Owner-partners are the practicing designers and primary client contacts, not a layer of account management above the design team |
| + | Over five decades of continuous, independent operation since 1972 |
| + | Five-city studio footprint (London, New York, San Francisco, Berlin, Austin) |
| + | Scope spans branding, packaging, and digital product design, useful for clients wanting more than pure UI work |
| - | Broader branding-and-identity focus means less concentrated digital-product-design specialization than boutiques built around SaaS or app UX specifically |
| - | Team size and per-partner capacity aren't published in a way that's easy to compare against other studios |
| - | Pricing and minimum engagement size aren't published |
| Goji Labs | |
|---|---|
| + | Independently verified 2025 Inc. 5000 growth recognition |
| + | 84 Clutch reviews provide a substantial independent feedback sample |
| + | Explicitly serves nonprofits and individual entrepreneurs, not only funded startups |
| + | Strategy-led approach pairs product discovery with delivery inside one team |
| - | The 11–50 employee band is smaller than most other boutiques here, limiting capacity for very large programs |
| - | Founding year is disputed between sources (2014 vs. 2015) |
| - | Focus on edtech/fintech/healthtech means less depth for consumer or enterprise-only projects |
Who should choose Pentagram?
A typical fit: brand identity and digital product design bundled into one engagement.
A 24-partner, no-CEO structure unique among the studios in this list, and the world's largest independent design consultancy by its own claim. Minimum engagement starts at Not published. Works best with clients in Consumer products, Enterprise transformation, Media & entertainment.
Who should choose Goji Labs?
A typical fit: nonprofit or mission-driven product design.
A 2025 Inc. 5000 honoree that explicitly serves nonprofits and individual entrepreneurs, not only funded startups. Minimum engagement starts at $15K (per company website; independently unverifiable). Works best with clients in EdTech, Financial services / fintech, Healthcare.
Decision matrix: Pentagram vs Goji Labs
| Your situation | Recommended choice |
|---|---|
| You need full-ownership delivery on a defined project scope | Pentagram |
| You need a large dedicated team for an ongoing programme | Check each company's engagement model |
| Your budget is at the lower end | Compare: Pentagram (Not published) vs Goji Labs ($15K (per company website; independently unverifiable)) |
| You need specialist depth in a specific vertical | Pentagram |
| You need staff augmentation or team extension | Neither; consider alternatives that offer staff aug |
| You need consulting before committing to a build | Both may offer discovery engagements |
Use case fit: Pentagram vs Goji Labs
| Use case | Pentagram fit | Goji Labs fit | Winner |
|---|---|---|---|
| Brand identity and digital product design bundled into one engagement | Strong | Limited | Pentagram |
| Packaging or physical-product design alongside a digital product | Strong | Limited | Pentagram |
| Nonprofit or mission-driven product design | Limited | Strong | Goji Labs |
| EdTech or healthtech MVP for an early-stage startup | Limited | Strong | Goji Labs |
| Fixed-price product build | Limited | Limited | Both equally |
| Dedicated design team augmentation | Limited | Limited | Both equally |
Verdict: Pentagram vs Goji Labs
Pentagram (4.0/5) is the stronger overall choice for most Product Design projects. A 24-partner, no-CEO structure unique among the studios in this list, and the world's largest independent design consultancy by its own claim.
Goji Labs (3.9/5) is worth a look if you need EdTech or healthtech MVP for an early-stage startup. If your situation matches that, Goji Labs is a competitive option.
Related comparisons
Pentagram vs Goji Labs FAQ
Is Pentagram better than Goji Labs?
Pentagram (4.0/5) scores higher overall, but "better" depends on your use case. Pentagram's strongest advantage: owner-partners are the practicing designers and primary client contacts, not a layer of account management above the design team. Goji Labs's strongest advantage: independently verified 2025 Inc. 5000 growth recognition.
How do Pentagram and Goji Labs differ in pricing?
Pentagram uses project-based (not published) pricing with a minimum engagement of Not published. Goji Labs uses fixed project, t&m pricing with a minimum engagement of $15K (per company website; independently unverifiable). Neither firm publishes a full rate card; a discovery call is required for project-specific quotes.
Which is better for enterprise: Pentagram or Goji Labs?
Goji Labs is the larger team and typically the better enterprise-scale choice. For very large programmes, verify team size and compliance coverage directly with each studio before shortlisting.
What are the main differences between Pentagram and Goji Labs?
Pentagram's primary differentiator is: a 24-partner, no-CEO structure unique among the studios in this list, and the world's largest independent design consultancy by its own claim. Goji Labs's primary differentiator is: a 2025 Inc. 5000 honoree that explicitly serves nonprofits and individual entrepreneurs, not only funded startups. They also differ in team size (24 partners plus their teams (total not published) vs 11–50), minimum engagement (Not published vs $15K (per company website; independently unverifiable)), and primary industries served (Consumer products, Enterprise transformation vs EdTech, Financial services / fintech).
Verify all details directly with each studio before making a decision.